Singapore-based Untitled Project creates VR experience for luxury Conrad resort

The Singapore-based Untitled Project, an agency that specialises in the creative use of technology, has created a 360-degree virtual reality experience for Hilton International’s Asia Pacific flagship Conrad Maldives Rangali Island.

The VR experience replicates the hotel’s first of its kind residences that allow patrons the choice of sleeping above or below the Indian Ocean.

The campaign was aimed at a high-income target audience to give them a preview of The Muraka, a two-storey residence with an entire floor that rests 16.4 feet below sea level.

The team at Untitled Project used a combination of architectural drawings, interior design plans and CGI to build the virtual residences from scratch. Untitled Project creative director Warren MacKenzie said: “The ultimate goal of VR is to put yourself in someone else’s shoes.

“Though nothing can match the experience of actually being there, our approach was to give the viewer the sensation of being immersed in one of the most breath-taking marine environments.

“The fact that the villa didn’t exist at the time, enabled us to create the connection with nature as the most memorable aspect of the experience.”

Untitled Project also designed the stage to host the VR experience at Hong Kong’s American Express Centurion lounge.

It additionally created photo-realistic CGI visuals for a print and PR campaign.

Conrad Maldives Rangali Island’s director of marketing and communications Kimberley Roberts said: “Our challenge was to promote a location that wasn’t built.

“The Untitled Team mirrored the architect’s vision and recreated it in virtual reality.

“The activation in the American Express Centurion lounge enabled us to get our proposition right into the hands of our target consumers on the lookout for unique out-of-this-world experiences which is exactly what we provide.”


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